Report: Global Paid Search Spending Up 18% In 2012

Advertiser spending on paid search rose 18% in 2012 according to Covario’s Global Search Advertising Spend Analysis, which tracks paid search spending in more than 45 countries. That growth trend is down just slightly from the 21% annual increase Covario reported for 2011. In Q4 Google commanded 86.5% of global paid search spend and a whopping 93% of impressions.  Advertisers spent 13% more on search spending with Google than they did a year ago.  Spending on the Yahoo Bing Network increased 23% over the past year, however spend fell 6% from Q3. Source: Covario Regional Outloo [...]


Glogou Launches Products To Help US Companies Do Search Marketing In China

GolgouBaidu Everyone knows China is one of the hottest, fastest-growing markets for consumer goods, but how does a U.S. company become known by Chinese consumers via search marketing? One Silicon Valley-based company by the name of Glogou is working to bridge that gap with two new offerings -- an English-language interface to the ad market on the popular Chinese search engine Baidu, and a service that helps US businesses gauge their accessibility and visibility in China. The company, which also has offices in Boston and Beijing, has long offered related translation services, keyword research and search [...]


Industry Survey: PPC Is Losing Ability To Generate Leads

paid-search-ppc-click-mouse SEO continues to be the top lead generating channel among U.S. digital marketers, while PPC's effectiveness as a lead gen channel is dropping significantly. B2B marketers are even saying that social media marketing is now more effective than PPC as a lead gen channel. That's according to the 2nd annual State of Digital Marketing survey from WebMarketing123, an online agency based in California. As they did a year ago, Webmarketing123 surveyed more than 500 U.S. marketers, 65 percent of whom self-report as B2B marketers. Reps from companies including GE, Sony, Cisco, Olympus, Bose and Fed [...]


Google “Comparison” Units Get New Look; Change Highlights Paid Inclusion In Some Vertical Search Areas

google-adwords-square-logo Google has had what it has called "comparison ads" for some time, but these comparison units are getting a new look in Google’s search results beginning today. Google hopes the change will better explain to searchers that comparison listings come from companies it has a commercial relationship with. It also highlights how three Google search products now seem to largely operate on a paid inclusion basis. Google was once a vocal opponent to paid inclusion programs. "We’re changing the design layout of our hotel, flight, credit card and bank account results, which help users complete acti [...]


Reports: Google CPCs Continue To Decline And Yahoo/Bing’s Rise While Spend Overall Grows In Q1

paid-search-ppc-click-mouse By all accounts, paid search spending rose in Q1 2012 as compared to the previous year, but by how much depends on the source, and the sector. Covario, which serves mostly high-tech clients, says paid search in the Americas grew 15% in the first quarter, while Adobe's Efficient Frontier, which serves clients in a variety of verticals, says it saw a 16% year-over-year increase in the U.S.. Meanwhile, the retail-heavy and U.S.-focused Rimm Kaufman Group (RKG) says search spend rose 30 percent as compared to the 2011 period. All three companies recently released reports that give insight [...]


Do It Yourself A/B Testing

I always start marketing interviews with a phone screen of some variant of the following question: "Let’s say this is your first day at Urbanspoon and I show you the following data. We’ve just launched an A/B test of that I’d like you to evaluate. [The example can be almost anything you want to test different results for – from almost any search element, PPC campaigns, email subject lines etc. In this case, I’m using a PPC example.] Imagine you are running two different ads on a campaign with 50 kewords. We’ve been running Ad A for a while and have 17,235 impressions and 272 click [...]


For Social Media Marketers, SEO Is Much More Popular Than PPC

seo-time-clock-featured Social media marketers are much more likely to also use SEO in their marketing efforts than PPC, according to a new survey out today. Social Media Examiner announced the results of its fourth annual survey, which this year had replies from more than 3,800 social media marketers around the world. When asked what other marketing channels they use, search engine optimization (SEO) was the No. 2 response behind e-mail marketing. Paid search -- or "online ads" as the survey called it -- was far down the list at number six. Sixty-five percent of social media marketers say they use SEO, compare [...]


Dictionaries, Grammar & Feeds: A Rules-Based Keyword Generation Approach For PPC

This article presents a rules-based approach for Keyword Generation using Dictionaries, Grammar, and Feeds. Essentially, Dictionaries define the various groups of words that are relevant to an account. Grammar defines how to combine them. Feeds define the data that may be changing regularly, like e-commerce inventory, store locations, etc. Readers may be able to generalize these terms to apply to existing rules-based tool if one is currently in use. First, a word about where this approach fits in to the broader picture. The Broader Landscape of Managing Keywords & Negatives There are [...]


Paid Search Drives $6 In Local Sales For Every $1 In Online Sales — Study

Screen shot 2011-12-10 at 6.50.09 AM Annual US retail spending is roughly $4 trillion according to the US Commerce Department. And while e-commerce is growing very rapidly, it remains less than 5 percent of total retail sales. Historically, most search marketers have focused almost exclusively on e-commerce sales. But a new study finds that the real impact of paid search is offline. Six-to-One Impact in Offline Stores Based on two years of research conducted by retail marketing firm RevTrax, the study discovered that "for every $1 of e-commerce revenue generated from paid search, marketers can expect to see approximately anothe [...]


Euclid Offers “Google Analytics For The Real World”

Screen shot 2011-11-04 at 7.05.33 AM Yesterday Euclid Elements, a relatively new firm founded by some of the people behind the product that became Google Analytics, announced a $5.8 million first round of funding. The company is seeking to enable retailers and business owners with physical locations to measure things like foot traffic by time of day, average customer time in store, loyalty and lift of online promotions, as well as the effectiveness of window displays and other metrics. Conceptually none of this is entirely new. There are a range of "analog" companies and methods that measure retail foot traffic. However Euclid [...]


SEO Beats PPC & Social Media For Generating Leads, New Industry Report Says

chart SEO is the number one source of leads for both B2C and B2B marketers, beating out both PPC and social media marketing in a recent survey of online marketers. But more of those surveyed say they plan to increase their social media marketing budgets in 2012, ahead of SEO and PPC. The numbers come from the 2011 State of Digital Marketing Report, which was compiled by Webmarketing123, a California-based online marketing agency. The company surveyed more than 500 U.S. online marketers in August and September; about two-thirds of all respondents identified themselves as B2B marketers. Whether [...]


Keyword Optimization For Retargeting: Why Automation Matters

Search marketing practitioners get the value of keyword optimization. When it is applied, honed and refined over time, a high-value corporate asset emerges: keyword lists that translate into powerful institutional knowledge. But is there an opportunity to create the same sort of asset beyond search? Absolutely. Search retargeting can provide marketers with a totally transparent, multi-factor means to leveraging keyword expertise. And automation can play a big role in making it happen. Evolution: Search Retargeting Today Search retargeting has come a long way. While early attempts offered [...]


Walmart Buys OneRiot For WalmartLabs

OneRiot delivers socially targeted mobile advertising - OneRiot Walmart is at it again with what seems an unusual purchase for the retailer. The company has just purchased social advertising company OneRiot, it's been announced. It will become part of WalmartLabs. From the OneRiot blog post: We’re delighted to announce that OneRiot has been acquired by Walmart. The OneRiot team will now be joining @Walmartlabs - Walmart’s hub for the creation of new technologies and business models integrating social, mobile and retail for the next-generation of e-commerce. And from the WalmartLabs post: A few weeks ago, a small team from @WalmartLabs visited [...]


Q1 Online Ad Revenues $7.3 Billion, Search Nearly Half

The IAB announced this morning that online ad revenues were $7.3 billion in the US in Q1 2011. This is a 23 percent increase over the same period last year. In 2010 total online revenues were $26 billion according to the IAB. For the full year 2010 (graph below) paid search constituted 46 percent of total online ad revenues. If that's still the case it would mean that Q1 2011 search revenues are roughly $3.35 billion. Assuming about 25 percent growth overall this year, 2011 online ad revenues could reach $31 or $32 billion. That would mean 2011 search revenues would be nearly $1 [...]


Report: Tech/Electronics Q1 Search Ad Spending Surpasses Q4

Search ad spending among tech and electronics companies is way up so far in 2011, so much so that Q1 spending surpassed Q4 levels for the first time. That's the word from Covario's Global Search Advertising Spend Analysis, which tracks about $400 million in annual spending around the world. Covario says Q1 spending was up 6% over the traditionally heavier Q4 period, and up 26% over Q1 of 2010. The huge year-over-year increase is mainly due to how weak spending was in Q1 2010. Much of the growth is coming outside the US: Spending in both the Asia-Pacific and Europe-Middle East region [...]


SEMPO: Google Dominates But Social Now Widely Used For PPC

Yesterday SEMPO and Econsultancy released the 2011 "State of Search Marketing Report" featuring attitudes and spending behaviors of 920 survey respondents (agencies, advertisers) from more than 60 countries. The full report is over 130 pages. The report came out on the same day that the IAB released its full-year 2010 online ad revenue figures. Interestingly, there's a $4 billion dollar discrepancy between the IAB paid-search figures ($12 billion) and the SEMPO estimate ($16.6 billion) for 2010. The SEMPO estimate is for "North America" while the IAB numbers are US only. The IAB estimated t [...]


StumbleUpon Expands Ad Platform With Brand Advertisers In Mind

StumbleUpon has just launched a new ad platform that it's targeting toward brand advertisers. It's called StumbleUpon Paid Discovery and it offers additional features and analytics, along with a higher cost than the existing StumbleUpon ad program. Paid Discovery has two price options: 10 cents or 25 cents per visitor, compared to five cents under the existing ad offering. But the extra cost includes priority ad serving -- campaigns at the higher price levels that have deadlines will be served before other sponsored content. Another difference with Paid Discovery is the ability to show ads [...]


Eye-Tracking Study: Everybody Looks At Organic Listings, But Most Ignore Paid Ads On Right

Interesting new data about searcher behavior from a recent User Centric eye-tracking study: Whether using Google or Bing, all 24 participants looked at the organic search results for their queries, but between 70% and 80% ignored the paid ads on the right side of the page. User Centric studied the search behavior of 24 "experienced users" of both Google and Bing, all between 18 and 54 years old. They were asked to do eight searches -- four on Google (with Google Instant turned off) and the other four on Bing. The results? Here's a table version of the diagram above. Google [...]


Case Study: How Negative Keywords Can Pump Up Paid Search Performance

Once campaigns reach a certain size, successful paid search marketing becomes less about generating traffic and more about identifying and driving the highest value visitors. At the same time, however, scale makes creative testing and ad group refinement difficult to implement across hundreds of thousands or even millions of keywords. In a high-volume world, actively managing negatives is possibly the single most impactful opportunity you have for increasing conversions and decreasing costs. Keyword building is a continuous process for both positive and negative keywords. If you have not [...]


The Big List: 168 Marketing Trends, Predictions & Resolutions For 2011

You've had a week to put 2010 in the past and start unpacking 2011. If you're the type to do so, you've probably already made your own marketing resolutions for the new year, or thought about the trends and predictions that might make a difference as the year goes along. You have? Good. So has just about everyone else you know in the search and online marketing industry, and dozens of people you've probably never heard of, too. Fear not, we've got all their collected thoughts about marketing in 2011 wrapped up in this year's Big List of Trends, Predictions and Resolutions. And I mean "big" [...]


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